Browns is introducing made-to-order services with Zegna, as well as beauty treatments and a bespoke scent with Haeckels.
LONDON — In an ever-changing fashion landscape, Browns has been looking past its core fashion buys and extending its offer to sport, interiors, children’s wear — and, of late, beauty and wellness services.
“We are already in the process of strategizing the evolution of our residencies in 2022. Fashion is a lifestyle beyond the product we offer in store. Services and residencies are now at the forefront of our plans and [we want to] ensure they are indicative of everything from our buy to our values and fundamentally our people,” said Lee Whittle, customer experience director at Browns in London.
“As we look at customers’ evolving buying habits and our seasonal [approach] we feel services like made-to-order and made-to-measure support our conscious pillar and enable our customers to access the kind of product that can turn into a family heirloom,” added Whittle.Along with slow fashion, demand for beauty is on the rise and Browns is dipping its toes into the category by partnering with Haeckels, a natural skin care brand from based in the British coastal town of Margate.